Branding

Strategies and
Products Lines
and Packaging
Gideon M. Tinio
PRODUCT LINE
 PRODUCT LINE: A group of products that
are clearly related because they function in
a similar manner are sold to the same
customer groups, are marketed through the
same type of outlets or fall within given
price ranges
PRODUCT MIX: A Product Mix also called a
PRODUCT ASSORTMENT is the set of all
products and items a particular seller offers
for sale
PRODUCT LINE LENGTH
PRODUCT LINE WIDTH
PRODUCT LINE OF NESTLE
MILK AND NUTRITION
PRODUCTS
CONT
INFANT PRODUCTS
CHOCOLATES AND CONFECTIONERY
CONT
BEVERAGES
BEVERAGE SYSTEMS
PRODUCT
BRANDING
DEFINITION

Product branding is the

act of putting a trademark
or copyright on a product
offered by a business. This
prevents the product from
being sold by other
manufacturers under the
same name.
PRODUCT BRANDING
STRATEGIES
 OBJECTIVES OF THE
PRODUCT BRANDING

Identify the various charactorstics of the

product.
Learn how companies build and manage
product line and mixes.
Understand how companies make better
brand decisions.
Comprehend how packaging and labeling
can be used as marketing tools.
ADVANTAGES & DISADVANTAGES
OF PRODUCT BRANDING
ADVANTAGES DIS ADVANTAGES

High profit margin Costly and expensive

Long term Burden of

emphasize responsibilities
Chances of brand
Quality product
failure
PRICIPLES OF PRODUCT BRANDING

Simplicity
Consistency
Distinctiveness
Creativity
 SIMPLICITY

A detailed 10-page report on your

product's advantages doesn't help
brand it. Branding has to be simple.
Otherwise it is difficult to the
customers to get an awaireness
about the company and its products.
So it is an important principle of
product branding.
CONSISTENCY

Branding needs consistency . Even

your product's concept and qualities
should stay consistent over time, so that
consumers don't start feeling the brand's
changing.
DISTINCTIVENESS

our goal in creating a

brand is to make consumers
think of your product instead of
the other guy's. Successful
brands stand out: Nobody
confuses a well-branded product
with anything else.
CREATIVITY

You can have the best product

without having the best brand. Being
the best is great, but a colorful,
imaginative symbol or catchphrase can
hook customers even if your product is
unremarkable.
 uct
r o d
P Packaging
Labeling
 IN G
K A G
P A C
Packaging
Packaging refers to all activities involved in designing and
producing the container or wrapper for a product.

The container or wrapper is the package.

The package may include up to three levels of material
briefly described as follows:

The primary package which is the products immediate

container. The 370ml. can containing Carnation milk is its
primary package.
The Secondary package which protects the
primary package.
The shipping package which contains the
secondary package or packages. It provides ease of
storage, identification and shipping.
Reason for Packaging
There are several reasons for packaging products. Among them
are :

It provides protection to products before and after

they are in the possession of the intended users.
Products need to be protected from the harmful effects
of outside elements. Packaging serves to eliminate this
problem.
It provides convenience to the user. Many products are now
neatly packaged which provide convenience for use just anywhere.
The effort exerted from the date of purchase to actual use of the
product is greatly diminished.
It provides safety. Products like insecticides may cause
considerable harm unless they are contained in suitable
packages.
It provides economy to both the seller and the user. Buyers
have different quantity requirements for product. Some will need
more in a single purchase, while some will need less. In any case,
purchasing in various quantities is made possible by packaging.
It allows sellers to effectively promote the product. The
package can be made to attract the attention of the
prospective buyer and further provide vital information about
the product. Children are oftentimes attracted by fancy candy
wrappers which motivates them to buy the product .
What Makes a Good
Package
Packages must be made to assist in the marketing effort.
Defective packaging may contribute to lost sales and
product damage. Too much packaging, on the other hand,
may be costly and will eat up profits.
 N G
L I
BE
L A
Labeling
That part of the product which provides information about
the product and the manufacturer is called the label.

It may be a part of the package, or a tag attached to the

product.
Types
of
Labels
 BRAND LABEL

This label identifies the product or brand.

 DESCRIPTIVE LABEL

This label provides information about the product:

who made it, where and when it was made, its content,
how it is used and how to use it safely.
 GRADE LABEL

This label identifies the products judged quality with a

letter, number, or word like grade A, grade 3, or
premium grade.
 PROMOTIONAL LABEL

This label provides attractive graphics to help

promote the product.
Product Warranty
One of the product components that attract customers to
patronize a product is the warranty, which is a statement
explaining what the seller promises about the product.

It is actually a manufacturers written promise as to the extent

of the repair, replacement, or otherwise compensation for detective
goods
Variation of Warranty
Express warranties are written statements of manufacturer liabilities for
product deficiencies. Express warranties may be limited-coverage
warranty or full warranty.

A limited-coverage warranty is a manufacturers statement indicating

the bounds of coverage and noncoverage of any deficiency found in the
product.

A full warranty is a statement of liability by a manufacturers that has

no limits of noncoverage
Implied warranties are those that assign responsibility
product deficiencies to a manufacturer even if the item was
sold by retailer.
Warranties of whatever variation help the consumer make
his purchasing decision.
MANAGING SERVICES
BUSINESSES
WHAT IS A
SERVICE?
 A service is any act of
performance that one party can
offer another that is essentially
intangible and does not result
in the ownership of anything;
its production may or may not
be tied to a physical product.
 The Service Industry includes the
following:
Government Sector
Private nonprofit Sector
Business Sector
Manufacturing Sector

NATURE OF SERVICES
Government
Sectors
Private nonprofit Sector
Business sectors
 Categories of Service Mix
Pure tangible good
Good with accompanying
services
Hybrid
Service with accompany
goods
Pure service

NATURE OF SERVICES
NATURE OF SERVICES

CHARACTERISTICS
Intangibility

o Cannot be seen, touched,

tasted, heard or smelled
before purchase

o Lack of trial means higher

consumer needs

o Consumer rely on cues to

draw quality inferences
SALON, SPA
NATURE OF SERVICES

CHARACTERISTICS
Inseparability

o Services are produced and

consume at the same time.

o Service providers and

sometimes other customers
become part of the service.
 Air travel
Services

Restaurant
Services
 NATURE OF SERVICES

CHARACTERISTICS
Variability

o Services providers varies with

respect to attitudes, skills,
moods etc. Even the same
provider may give different
service on a different day.

o Quality control is critical:

Hiring the right people
Standardizing service
Monitoring satisfaction
NATURE OF SERVICES

CHARACTERISTICS
Perishability
oServices cannot be
inventoried or
otherwise stored.
THANK YOU!